Pfizer (Pharmaceutical)

Pfizer is a research-based global pharmaceutical company. Pfizer discovers, develops, manufactures and markets leading prescription medicines for humans and animals, as well as many of the world's best-known consumer products.

Pfizer is the top supplier of medicines to the NHS and everyday 2.7 million Britons take a Pfizer medicine.

The Challenge

Pfizer recently unveiled a restructured UK sales team designed to meet the needs of the NHS by aligning its huge resources with primary care organisation boundaries and customer needs.

The planning was potentially complex with a sales division of more than 1,500 people divided across several sales force structures. Pfizer needed to accommodate the requirement for primary care and hospital representatives, and the newly created Primary Care Account Manager (PCAM) role. All that, together with doctor and hospital location data, made the requirement for a mapping system with excellent database and reporting functionality, coupled with territory optimisation, vital to discovering the most appropriate geographical structure.

The Solution

The biggest pharmaceutical company in the world achieved their sales force planning objectives using CACI’s unique territory optimization software, InSite FieldForce.

InSite FieldForce was key to Pfizer’s planning process, allowing them to model and evaluate their sales territory alignment options quickly and easily. InSite FieldForce can automatically create compact sales territories balanced on market potential aligned to PCO boundaries. In fact, it can model territories using any geographical brick boundaries, balancing any chosen variable.

Naturally it was important to Pfizer that such a system allowed them to model scenarios and held accurate PCO boundary definitions. Primary Care Organisations now control 75% of NHS budgets in England. The restructure was therefore intended to make the company more customer-focused, particularly at PCO level.

The Results and Benefits

As it became obvious that a recruitment drive would be necessary, Pfizer were able to rely on InSite FieldForce’s ability to identify the ideal territory base location.

This information was used to reduce the resources required for the recruitment drive, facilitating a targeted selection process, ensuring only those candidates within a reasonable proximity ever made it to interview.

Knowing the most efficient location from which to manage each territory workload meant that reps could be assigned to reduce travelling times and maximise sales force effectiveness.

Pfizer have proven that choosing the right tools for the job has helped them successfully manage change on a grand scale.

"I thought that CACI’s understanding of both the pharmaceutical industry and the project requirements helped me enormously in developing the use of this software for our needs. It has been a clear asset in the analysis and design of our project."

Rod Scammell
Special Projects Manager
Pfizer

	Field Force Planning
	InSite FieldForce